"Stand out", "be different", "be yourself but better". Those are the things that stood out when Sean Moffit came to my social media class to discuss how to use social media to stand out and get that "perfect" job.
He started out with a power point on SWOT and POST and how it's useful tool for a company or a campaign to use as a means to measure their social media usage; if it working or not, and what they can change to make it better.
He went on to talk about the Web 2.0 revolution (which as this point everyone already figured out, but for those who haven't, check out this video, it'll explain it all...Fatboy Slim makes everything better doesn't it?)
In a nutshell Sean expressed how important it's to be well immersed in social media because it is the new means of communication (like it or not)and you'll be left out if you decide not to be part of it. Knowing how social media works and how to use it is a big asset and can even make the difference between getting that job you always dreamed about.
The Web 2.0 revolution is here and making it clear it is not going anywhere!
December 8, 2009
December 2, 2009
Digital Catalog: Ingenious New Idea
During the autumn in 2009 IKEA partnered up with the advertising agency, Formsman and Bodenfor, to promote the opening of the new store in Malmo, Sweden. Together they developed a very engaging social media campaign that would attract an audience beyond Malmo.
This was a social media campaign with a lot of strength:
- IKEA is an established company with a large following, allowing an audience to develop easily during this campaign.
- There was high interaction between customers and IKEA.
There were weaknesses:
- There is only a particular audience on Facebook, it is a commonly a younger audience who is already likely to shop at a store like IKEA, this campaign was not reaching a new audience.
- Facebook is widely used by many people and companies; this campaign could have easily disappeared in the crowd and not received as much feedback as it did.
Many great opportunities:
- “Ripple Effect”, friends of the active photo taggers were made aware of not only the new Malmo store, but the company as a whole.
- This also allows a trusting online relationship to develop between IKEA and its customers, showing that IKEA is reaching out to the community, providing the promised furniture.
It is still faced with threats:
- This campaign involved an extreme flow of interaction between IKEA and customers. This constant flow may become difficult to manage when keeping track of which customer tagged a particular item first.
- Many competitors also have a Facebook presence but are using different tools (fan pages, groups, etc.). This shows that the IKEA social media campaign was not entirely unique.
Facebook users were the main targets, but not only that it also encouraged non-Facebook users to sign up and get an account just for this campaign.
The campaign’s objective was to promote the opening of IKEA’s new store, as well as engage in two way communication with the buyers and give IKEA more of a “human” face for the public to connect. Facebook allowed the general public to start conversation with the store’s manager.
The strategy was simply to use the already in place functions on Facebook, IKEA was able to create a digital catalog, while promoting its product and store, to have various users connect. IKEA’s main goal was to stand out with an ingenious new campaign.
Using Facebook, it allows an interaction between the consumer and the company, resulting in building a trusting relationship.
Overall: It was a successful campaign that built new relationships with IKEA and its consumer. The usage of social media helped create a new way of advertisement, where IKEA was able to show more of human side to IKEA and communicate with its consumers.
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